Fourth-generation, family-owned greenhouse grower Mastronardi Produce is set to launch its new U.S.-grown Sunset Wow Organic strawberries this fall, according to a news release. The Ontario-based greenhouse grower says it will premiere the new berries at the International Fresh Produce Association‘s Global Produce & Floral Show in Anaheim, Calif., Oct. 19-21.
“We believe consumers should not have to sacrifice flavor when they purchase organic,” Paul Mastronardi, president and CEO of Mastronardi Produce Ltd., said in the release. “We saw a gap in the marketplace, and we know that with our proven, proprietary varieties and growing expertise, we can deliver the same amazing flavor that the Sunset brand is known for, even in organically grown strawberries.”
Organic berries have grown more than 55% in the last five years and attract over $1.2 billion in consumer spend nationally, the release said.
Mastronardi Produce is using exclusive strawberry varieties to grow Sunset Wow Organic strawberries, with the aim to “elevate flavor expectations for the organic consumer,” the release said.
The company says it will grow Wow organic strawberries in its new Ohio greenhouse. Building on the company’s commitment to sustainable growing, the newly built greenhouse is equipped with the most advanced technology in sustainable, climate-resilient growing, according to the release. The greenhouse will include a double thermal screen, which helps improve energy efficiency and reduces the facility’s carbon footprint.
Sunset Wow organic strawberries will rely on organic waste and natural minerals to provide nutrition to the plants. Fed through a drip-irrigation system, the plants get exactly the amount of water and nutrition they need, while nestled in a proprietary growing system designed specifically for organic production by the company. As with all Sunset produce, the berries will be Non-GMO Project Verified, the release said.
Mastronardi Produce says Sunset Wow Organic strawberries will be available in retailers across the Northeast and Midwest regions beginning this fall.
